ICICI bank wanted to promote its new mobile banking application iMobile and was looking for an innovative activation campaign to Popularize & distribute the same Increase mobile application download through a simple effective medium at zero cost to customers Ensure that communication reaches only ICICI bank customers BluFi network was deployed across branches of ICICI bank Appealing & catchy posters were placed inside the banks requesting users to Turn ON Bluetooth Users received the iMobile banking application along with instructions
1,00,000+ customers downloaded the iMobile application across 2 months Team that handled the campaign won several awards for Marketing Excellence in ICICI
Ease of download for the users. Users just had to Turn ON Bluetooth while waiting inside a bank Zero cost of download for the users
Campaign achieved saving of 10 million sqcm of paper 3 lakh+ CCD and Barista menu downloads were achieved The menus were delivered on mobiles for the first time ever Great excitement created for the brand Idea
Teasers delivered to users of application ensured higher brand recall & message delivery Ambient media in the form of floor stickers were used at the Coffee joints to prompt customers to Turn ON Bluetooth and view the menu on their mobile phones Leveraged consumers mobiles to deliver utility that helps consumers avoid printed menu cards and receipts Follow us on http://fb.com/intaract http://telibrahma.com/
Products and pricing were customized based on the location of the users Social media was used to spread awareness A huge PR was generated around the campaign in print as well as digital media, to spread awareness about the cause IDEA could effectively create an impulse and also ensured the target audience took back the brands social and core message Brand integration through messaging and innovative experiences on the menu. E.g. Consumers face getting morphed into a tree faced brand ambassador
More than 65% of the people at the expo downloaded the Lucozade content 5,000+ engagements achieved across 4 days TELiBrahma leveraged social media platforms and created great buzz about the marathon For the first time ever, the Bangalore Marathon Expo was Blufied for Lucozade with an objective to drive sampling at the expo The Lucozade branded application Are you prepared for your Run?, Tips for the Run and more such sampling messages were delivered on the users mobile @ zero cost! Prior to this, Lucozade has partnered with TELiBrahma at the Chennai and Mumbai marathons to provide a similar experience
The Lucozade BluFi campaign got a whopping response and has left an indelible impression in the minds of the users An event like this is a wonderful trigger to do your bit for charity and at the same time provide rich brand engagements to consumers
Over 60,000+ engagements were achieved 18,000+ unique users availed the application
Provided great visibility for Mercedes-Benz and an innovative edge to the brand communication Both Brand building and Response generation at the same time delivering superior ROI Ensured that essential product information were delivered to visitors in an interactive way Enabled visitors to carry a great brand experience from the event The engagement created a buzz among other automobile giants, who wanted to use this technology for enhancing their promotional activities
10,000+ registrations to the fan club in pre-event activities 2,40,000+ engagements over 28 hours of cricket Nearly 20% of the users downloaded content in more than 2 matches Generated additional revenue by collaborating with brands interested in reaching out to spectators at the cricket match IPL 2010 witnessed 6,300+ engagements at the stadium & 34,000+ downloads during a single match For the first time ever, an entire stadium was converted into a Bluetooth zone with an effort to bring in excitement and value for the brand Eye-catchy display screens at the stadium were used to prompt fans to turn on Bluetooth & receive the app Exciting cricket info delivered on users mobiles enabled higher levels of engagement and interactivity amongst the RCB supporters Major brands like Blackberry, Britannia, Airtel, RC and Canara bank engaged with target customers through the novel platform 7 blackberry phones, t-shirts and free tickets were given away to spectators as prizes The activity was also promoted at existing BluFi locations across Bangalore The RCB BluFi campaign got a whopping response and has left an indelible impression in the minds of the cricket enthusiasts Royal Challengers had its branding in all the rich cricket content delivered at the stadium Also provided a much more enriching experience to the spectators at the stadium An event like this is a wonderful trigger to provide rich brand engagements to consumers